The Power Of Social Media
The revolution in Egypt ignited a global conversation about the power of social media and how it has evolved from an interactive social platform to a forum for ideas. Gone are the days when Facebook was solely used to socialize among college students. The Egyptian people used Facebook for something more than connecting with old friends – they used it to bring together individuals who held common attitudes toward (now former) president Hosni Mubarak. Facebook and Twitter allowed “the disconnected [Egyptians] to organize and mobilize in ways they never could before” Source. Yet the concept of social media mobilizing masses into motion is not entirely new. “While some have portrayed these programs (Facebook and Twitter) as ‘game changers’ creating a whole new paradigm for mobilization, others have placed them in the same social context as a photocopy and fax machines, cassette tapes, radio and other media which, in their own day, empowered uprisings and revolutions” Source. Facebook and Twitter are the present media outlets and when technology changes, the way people receive, digest, and interact with information changes too.
Social media has taken on a much larger role in people’s lives today than ever before. People are not only connecting over ideas and friendships, but also over brands and their products. PGR clients continue to see the power of social media in their campaigns. Juicy Couture used Facebook as part of their 2010 spring digital campaign. During the eight weeks of activity, Juicy Couture’s fan base grew by 71%. The Facebook buys were so successful, that Facebook will be using Juicy Couture as their case study for the fashion/apparel industry. Similar to Juicy, other fashion brands are also seeing success with Facebook. During the Burberry fashion show on February 21st, Creative Director Christopher Bailey streamed the show live to Piccadilly Circus and to screens around the world. The Burberry brand jumped to number two on Famecount.com’s fastest growing brands chart with 107,023+ new fans (Facebook and Twitter combined) just this week. To date, Burberry’s fan count amasses to over 4 million Source.
Through social media, brands connect more intimately with their consumers. When Marc Jacobs’ fans tweeted demands for bigger sizes, he responded: “As soon as I get back to New York, I’m on it.” Ann Taylor LOFT listened to its fans as well. When its Facebook page received criticism for showing clothes on only super tall and super thin models, the LOFT posted images of women ranging from sizes 2-12 wearing the brand’s apparel. Brand interaction builds trust and loyalty because consumers are being heard and their demands are being met. Loyal consumers have become instrumental in shaping a brand’s identity and it seems that the more brands interact with their consumers, the more retailers are selling Source.
Social media has the power to connect people with brands when the two otherwise may not meet. Social media has the power to introduce products, brands and ideas to people in a more encompassing scope than any traditional media can. The power of social media is that it has become a global forum, a community, to which a brand can showcase a product and instantly receive viral advertising.
How has social media changed your perceptions of a brand?
